What we found during our initial audit and setup period was a “bittersweet” situation.

The course was evidently great, people were getting noticeable results and loved the teaching method.

On the other hand, the results from her funnel were not as great. ROAS (Return on ad spend) was positive, yet we noticed lots of room for improvement.

Such as:

_ Very few creatives were running, and there were a lot of interesting angles that were currently not being tackled. Messaging needed to be improved.

_ There was a partial lack of remarketing structure, as she was just targeting a very broad audience made by all the page engagers in the past 6 months. We saw that there was no proper segmentation happening.

_ The pixel was working, but the funnel was quite complex (6 to 8 steps before the checkout) and there was not a proper structure with Custom Conversions in place, that would have allowed them to track the button clicks or the visit of some specific pages, such as the testimonials one or FAQ.

Given the initial situation, we started working on the account and implemented the following steps:

_ We started by correcting the Facebook Pixel setup. There was need to track several buttons and pages that, at the time, weren’t being tracked at all. Therefore we created the custom conversions that were activated on the right spots.

_ We let our creative team work on a complete restyling of the already existing asset. Therefore we created a batch of videos (long videos as well as shorter clips), and lots of eye-catching images for our ads.

_ We created a completely new campaign structure, following the principles of audience segmentations. 80% of the budget was allocated on the TOFU Stage, when we pushed few, strong branding content, and 20% on MoF and BoF stages, where we mixed several ads touching different angles, with a more direct-response approach.

We started running the campaigns during the Christmas week and followed a quick-and-dirty approach that allowed us to rapidly test different assets, eliminate losing assets, and focus the budget on the best-performing ones.